Technology has come to fashion in a major way—whether in wearables, high-tech fabrics or the “Internet of Things” pieces that "talk" to the wearer. Changes in fashion trends, retailing and sourcing are evolving at a break-neck pace. And unlikely sources are offering advice as to how the tech and fashion worlds can come together to benefit the consumer. At the Fashion Tech Forum in October, 2016 in Brooklyn, Verizon's Diego Scotti, executive vice president and chief marketing officer, explained how tech people have to work hard to remember …
Learning from the Hiccups of Holiday 2015
The 2015 holiday season was all over the map, but at the end of the day, they spent well, to the tune of a 7.9 percent gain over last year, according to MasterCard SpendingPulse. That number exceeded pre-holiday predictions of between 3.5.to 5 percent increases, leaving retailers to consider what went well (mobile shopping) and what needed work (in-store pickup), and how to better counter Mother Nature next year. Overall, Retail Metrics' Ken Perkins, founder and president, said early reports were encouraging. "For example, the numbers from …
Appealing to Shoppers with Sexy, Comfy & Healthy Cotton Undies
The average person doesn’t really think about buying underwear because once the clothes go on, it’s an out-of-sight, out-of-mind situation. But some manufacturers are looking to make a name for themselves—or gain a larger share of the intimates market—by emphasizing underthings that are sexy and evocative (sure), but also soft to the touch and even healthy for the body. And they’re using cotton to get there. Celebrating a Decade of Aerie At American Eagle’s Aerie brand, cotton is part of the company heritage, says Jen Foyle, global brand …
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Accepting Reality: Positive or Negative, Customer Comments Can Be a Good Thing
Customers might not be real retail merchandisers, but they like to play the role online, at least when it comes to consumer reviews. Whether effusive and positive, or outright negative, shoppers are used to not only voicing their opinions, but also reading what others have to say before buying a product. While stores and brands might think, “Ugh,” over having to deal with another aspect of customer relations, the fact is these comments not only help to create a dialogue with shoppers, they can build brand loyalty. Shelley E. Kohan, professor at …
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Playing Favorites: Brands Market Emotional Relationships
The fashion industry has historically moved in seasonal cycles, as evidenced by the fall/winter and spring/summer fashion weeks that take place around the world. In recent years, some retailers and brands have shortened traditional seasons into cycles in which a limited range of apparel options are offered, then replaced with another and yet another. The concept has moved merchandise of the moment, but has it moved consumers to establish a lasting relationship with their apparel or the brand? Some recent marketing efforts may be heralding a …
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The Love of a Favorite
A comfortable pair of jeans that makes you feel confident. A shirt filled with sentiment and inspiration. A trench that travels everywhere you do. What makes any piece of clothing a “favorite?” Earlier this year, Cotton Incorporated decided to see what these reasons were in its new advertising campaign “Cotton. It’s Your Favorite For A Reason℠” The campaign, which focuses on cotton’s style and substance, shied away from the celeb-centric TV commercials that had reintroduced a new generation to the “The touch, the feel…” jingle. Rather, it uses …
The Importance of Authenticity
We’ve entered an age when words like "hand-crafted," "artisanal" and "passionate" are turning consumer heads the way "low price" once did. In response, ubiquitous beer brands are producing small-batch IPAs and major recording artists are releasing new albums on vinyl. Now, after years of fast fashion, apparel consumers are seeking that same kind of authenticity in the clothes being offered at retail. And that inspired cotton's new campaign, "Cotton. It's Your Favorite for a Reason.SM" which speaks to that. We take our messaging seriously. …
The Elevation of Denim
It is the Go-To for Going Out Denim has seen its share of evolution in the 140-plus years since Levi Strauss started selling blue jean overalls. In its modern iteration, it may be the item of choice for the smart, stylish dresser. With the rise of “athleisure” in casual apparel, the denim category is becoming elevated, with designers showing it on their runways, and brands offering it in custom fits, new finishes, and looks that are geared for the club as well as the office. The Rise of Denim in Workwear Eric Goldstein, owner of Jean Shop, a …